If social media’s the answer, what’s the

question?

So, what’s social media?

“Internet-based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content”

Andreas Kaplan and Michael Haenlein

“We use Facebookto schedule the protests, Twitter to coordinate, and Youtube to tell the world,” Egypt protests

The fundamentals

Social Customer relationship management

Original infographic http://wallblog.co.uk/2011/03/03/the-evolution-of-social-crm-infographic/

Original infographic http://wallblog.co.uk/2011/03/03/the-evolution-of-social-crm-infographic/

Aligning your objectives

So, what are your business objectives and how can social media support them?

Example business objective

Idea Social media

Providing great customer service

Respond to customer queries and complaints

Twitter, Facebook polls, Get Satisfaction

Driving footfall, retain and attain customers

Incentivised check ins Facebook Deals (£!) Foursquare

Increase brand awareness Rewarding your brand advocates

Facebook

Finding new markets Look for groups beyond current students on campus

LinkedIn

Demonstrating value for money

Tell your story about profit recycling, values

Sharable video content

Maximising marketing ROI Go social and create measurable campaigns

Facebook, LinkedIn, FourSquare

Being distinctive Gamification and affinity marketing

SCVNGR, Foursquare

Providing great customer service

Source: Exacttarget TfMA presentation 2011

Driving footfall, retain & attain customersDefinitely have a look at https://foursquare.com/business/venues

Increasing brand awareness

Finding new markets

• Linked In

Scrutinising operating expenses

7,342,822 Impressions = £882.00Reach of 19,5082,034 Clicks254 Connection (i.e. new ‘likes’) = £10,668 + other sales

Being distinctive

Growing your social influence

• Don't rely on talking with an influential minority, go for the masses

• Use blogs (professional blogs if you work in sports, politics or national news or personal blogs if you work in entertainment or technology)

• Make it attractive for a large number of ordinary people to share your message

• Experiment, measure success, learn and keep trying

• Promote those who promote you

Social media optimisation (SMO)

Twitter: @tominleedsEmither: t.salmon@leeds.ac.ukLinkedIn: http://uk.linkedin.com/in/tomsalmonleeds

See this presentation (with notes and links) at www.tominleeds.posterous.com

Thanks... Have some free stuff!